Now You Can Shop H&M Straight from Elle.com


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H&M’s long-awaited e-commerce store has been delayed until early 2012, but fans of the brand can shop a few pieces online today—courtesy of elle.com. Right now you can choose from clothes, shoes and jewelry from the H&M fall collection that will debut in stores tomorrow. Pieces are grouped by trends like “menswear inspired,” “’60s mod,” “modern biker” and “color blocking.” Select a shirt or a pair of boots to buy, and you’re prompted to checkout with Amazon.com.

The menswear inspired trend on elle.com.

According to WWD, “the collection has been styled by an Elle editor; however, the deal was spearheaded by the advertising side of the fashion title.” Elle is promoting its shoppable ad online on its website as well as through Facebook and Twitter. It’s a clever idea—though none of the product is exclusive, this is this the sole place where customers can buy H&M online and they get first shot at the goods.